Optimising online donation journeys for the UK's Parkinson's support and research charity.

Supporting digital transformation

Multiple payment options, multiple devices

Parkinson’s UK had identified the online donation experience as an area for improvement as part of their digital transformation strategy; incorporating multiple payment options across multiple devices was key. With existing insights into their online supporters, the charity worked with digital product studio Addition, looking to launch a new and improved donation journey in time for the start of Parkinson’s Awareness Week on the 10th April 2017.
With both new and existing supporters the target, Addition kicked off by reviewing those insights before conducting their own research, including a number of activities with both supporters and key stakeholders.

Top class donation journeys

Improving the donation experience

The team at Addition have extensive experience in creating top class donation journeys, which combined with the research outcomes resulted in a prototype incorporating a wide range of payment options across multiple devices, that was subsequently tested with Parkinson’s UK supporters.

Responding to user and stakeholder feedback, the solution was iterated and once signed off by the Parkinson’s UK team the first phase of the project was complete.

Design and implementation

Consistency is key

The design phase followed next and was undertaken in parallel with a wider website redesign. To ensure designs were consistent with the work being undertaken elsewhere Addition worked collaboratively with the Parkinson’s UK team; the donation experience needed to be seamless from start to finish.

To ensure the goals of the project were met, all permutations of the journey were shown across multiple devices, including various payment options. This ensured swift sign off and aided HTML & CSS implementation, which was on a custom version of Addition’s donation platform with payment processing through Braintree. The solution also integrated with Raiser’s Edge and Adestra MessageFocus, and was launched ahead of Parkinson’s Awareness Week.

“I also wanted to say a big thank you to the Addition team who have been FANTASTIC to work with throughout the process. We’re expecting that growth of digital-led income - up 20 per cent from 2015 to 2016 - to go up significantly again as a result of the new donation funnel improvements we’ve made in conjunction with Addition.”

“As well as increasing donation revenue, a key requirement was to improve data automation into Raiser’s Edge. Data security & integrity is incredibly important and always a priority concern with the donation systems we create.”